Direct Mail

The ‘nirvana’ for all advertisers is to understand who their customers are, develop a one to one relationship, and ultimately maximise lifetime value. Direct mail (within which we would include email marketing) is the most targeted method of reaching new customers, and although expensive in cost per 000 terms it should ultimately generate the greatest return on investment over time. Given the shift to personal, targeted communications, it is also a growing medium – the latest Bellwether Report published in October 06 showed 21% of companies planning to boost their spend on direct marketing, estimating an increase of 18% for the calendar year 2006 versus 2005.

Direct mail represents a significant and growing element of Brilliant’s turnover, with a team of people dedicated to developing this offering across the agency’s client base. Our experience extends across:

working with lifestyle and financial modelling companies to target individuals based on their transactional histories
consumer lifestyle data based on surveys/questionnaires
targeted cold lists from a range of sectors – catalogues, retail, publishers, organisation member lists

We work closely with our clients to understand the relationship between acquisition and retention DM, and to develop integrated programmes.

Uniquely, we are also able to provide data cleaning and suppression, against an existing client database but also between multiple lists purchased; to this end, we negotiate net name agreements when purchasing multiple cold data lists.

For questions specific to direct mail, please contact Mark Buttress (0113 394 0003/ buttress@brilliantmedia.co.uk) in the first instance.